We recently partnered with New Philanthropy Capital (NPC) on a report, which found the UK’s impact economy – purpose-driven businesses, charities, philanthropy and investors bound together by the desire to create positive impact’ – contributes £428 billion to the UK economy. This is equivalent to 15% of total GDP, making it one of the country’s most significant economic sectors.
However, scale alone won’t build trust, attract capital or influence policy. How organisations communicate their impact is becoming just as important as the impact itself. The following tips outline how organisations can do so effectively.
1. Lead with intentionality, not labels
The report is clear that one of the defining features of the impact economy is intentionality: the deliberate choice to prioritise social or environmental benefit alongside financial return. Yet many organisations still lead their communications with structures or certifications, assuming these will speak for themselves. While such credentials matter, they rarely resonate without context. Audiences first want to understand why an organisation exists, what problem it is trying to solve, and whose lives or environments are meant to improve as a result. Purpose should be central to the narrative, with labels and frameworks acting as supporting evidence rather than the headline.
2. Show the system, not just the sector
One of the most powerful shifts in the report’s framing is its portrayal of the impact economy as a connected ecosystem rather than a collection of isolated sectors. Charities, impact‑led businesses, investors, philanthropists and public institutions are shown as interdependent actors working toward shared outcomes. Communications that stay confined to narrow, sector-specific language risk underselling both the scale and influence of the impact economy. It’s more compelling to place organisations within this wider system, showing how collaboration, capital flows and policy interact to create change that no single actor could deliver alone.
3. Use economic language without losing human meaning
Putting a £428 billion value on the impact economy gives it weight in conversations with policymakers, investors and business leaders, but economic framing alone is not enough. Numbers establish credibility, but they rarely inspire action on their own. The most effective communications combine economic evidence with human stories that illustrate what impact looks like in practice, translating the abstract into lived experience and making the case for why this part of the economy deserves attention and investment.
4. Be specific about impact and honest about limits
Being part of the impact economy is just a starting point. Impact must be evidenced, independently assessed and continuously improved. This matters at a time of growing scrutiny around greenwashing and impact claims. Communications that rely on vague language or over‑claiming risk eroding trust, even when intentions are genuine. Clear, specific articulation of what impact is being achieved today, how it is measured, and where progress is still needed helps audiences distinguish credibility from aspiration.
5. Communicate momentum, not just mission
The report highlights real momentum behind the impact economy: rapid growth in impact‑led businesses, increasing pools of impact capital and new government attention through initiatives such as the Office for the Impact Economy. Communications should reflect this. Too often, impact narratives sound static or defensive, focused on justification rather than opportunity. Framing impact as a growing, collaborative and increasingly influential part of the economy signals confidence and direction of travel, inviting others to participate rather than simply observe.
At Forster, we help organisations working for social and environmental change communicate with clarity, confidence and credibility. If you’d like to explore how your impact story can cut through, we’d love to talk: peter@forster.co.uk. You can also learn more about our services here.